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  • EXCLUSIVE TO TRENDWATCHING PREMIUM CLIENTS

    FOOD & BEVERAGE INDUSTRY UPDATE

    AUGUST 2015

  • premium.trendwatching.com 2FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015

    WELCOME

    ...to TrendWatching’s Food & Beverage Industry Update, exclusively for Premium clients.

    This update provides an unmissable window on Food & Beverage insights and innovations. The Feature Trend – chosen from the 100+ trends you have access to as a client – is backed with a contextualized hero example and examples of best practice to inspire your own trend-led innovations.

    Enjoy, and good luck!

    STATUS SEEKERS HUMAN BRANDS

    BETTERMENT BETTER BUSINESS

    YOUNIVERSE UBITECH

    LOCAL LOVE INFOLUST

    PLAYSUMERS FUZZYNOMICS

    EPHEMERAL PRICING PANDEMONIUM

    HELPFULL POST-DEMOGRAPHIC

    JOYNING REMAPPED

    NOTE: When viewing the kickass innovations from page 8 onward, look out for the trend tags! Each example is labeled with its related mega-trends (listed below), followed by the corresponding sub-trend.

    SEE ALL FOOD & BEVERAGE INNOVATION EXAMPLES ONLINE »

    https://premium.trendwatching.com/ https://premium.trendwatching.com/industry/foodbeverage-parent/

  • FEATURING

    INTERACTVERTISING Brands are using inventive, interactive advertising

    to win consumers’ fleeting attention

  • INTERACTVERTISING

    Food and beverage brands are capturing consumers’ hard-to-get attention with delightful, surprising, and occasionally shocking, interactive campaigns. When done well, these are more engaging and memorable than traditional marketing for consumers who increasingly expect to participate (and even play) at all brand touchpoints.

    Brands are using inventive, interactive advertising to win consumers’ fleeting attention

    // ATTENTION DEFICIT

    As the number of cross-channel marketing messages

    – from native advertising to sponsored Tweets – a

    person encounters on a daily basis increases, the

    harder it is to attract and maintain their attention.

    // OFF/ON

    More and more, the offline world is adjusting to,

    mirroring and incorporating the online world.

    Conditioned by connected digital lifestyles,

    consumers expect advertising to be personally

    targeted, and for them to be able to interact with and

    explore what they encounter.

    // STATUS SELLS

    Truly unique experiences, even those with a marketing

    motive, provide participants with a STATUS STORY to

    share with peers. The best INTERACTVERTISING is

    exciting and provides conversational capital.

    // NEW CHANNELS

    Billboards, bus shelters and airport waiting lounges

    are all places where consumers can learn about, play,

    taste, or experience your brand. Don’t be afraid to

    build something different, as 7UP did when it created

    a musical, bullet-riddled wall in Beirut.

    // HELPING HANDS

    Why not create advertisements that consumers

    actually benefit from? BRAND BUTLERS (marketing as

    a service) are a perfect match for attention-lite, time-

    poor consumers.

    // MAKE IT BETTER

    Can your marketing call consumers to action to

    complete a task that has an immediate, positive

    impact on their self, society or the planet? People

    will be happy to participate if the benefit overlaps

    with their values or personal goals (see the following

    example from SureSlim).

    WHY NEXT

    PL AYSUMERS:

    premium.trendwatching.com 4FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015

    SEE IN THE DATABASE

    https://premium.trendwatching.com/trend/status-stories https://premium.trendwatching.com/trend/brand-butlers/ https://premium.trendwatching.com/ https://premium.trendwatching.com/trend/interactvertising

  • premium.trendwatching.com 5FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015

    FOOD & BEVERAGE | INTERACTVERTISING INNOVATION EXAMPLES

    PL AYSUMERS : INTERACTVERTISING

    SURESLIM Chocolate flyer encourages weight-loss

    In July 2015, South Africa-based weight-loss program

    SureSlim produced a flyer made out of 100% pure milk

    chocolate to attract new customers. The Chocolate

    Flyer was distributed across the region, offering people

    the chance to get 20% off the weight-loss program if

    they brought the uneaten chocolate flyer to a SureSlim

    store. Another chance was given to those who gave into

    temptation, by giving customers 1% discount for every

    block of chocolate they hadn’t eaten.

    It’s all too easy to think an interactive marketing campaign

    needs to be a high-tech one, involving one or more glowing

    screens. However, this initiative demonstrates there is a lot to

    be said for a tangible, beautifully designed, melt-in-your-mouth

    flyer. This edible advertising uses the promise of discount to

    help each recipient overcome temptation to become a better

    version of his or her self. SureSlim has tapped into the trend

    CURRENCIES OF CHANGE by daring the holder not to interact

    with (eat) the coupon with the reward of a cheaper weight-loss

    program if their willpower wins.

    Finally, in exploiting chocolate as a marketing medium, SureSlim

    are showing a generous and playful human side that is valuable

    for a company dealing with something as personal as weight-loss.

    AFRICA

    https://premium.trendwatching.com/ https://premium.trendwatching.com/trend/interactvertising https://premium.trendwatching.com/2015/08/chocolate-flyer-encourages-weight-loss/ https://premium.trendwatching.com/?p=141805 https://premium.trendwatching.com/?p=141805 https://www.youtube.com/watch?v=H3yalmk-1CQ https://premium.trendwatching.com/trend/currencies-of-change/

  • premium.trendwatching.com 6FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015

    FOOD & BEVERAGE | INTERACTVERTISING INNOVATION EXAMPLES

    CARLSBERG

    Beer-dispensing billboard is ‘probably the best poster in the world’

    DON GIULIO SALUMERIA

    Billboard uses image-recognition to hide advert from the police

    PEPSICO

    Beverage brand transforms bullet-riddled wall into music installation

    In April 2015, Carlsberg installed a billboard

    in London complete with a working beer tap.

    Reviving the Danish beer brand’s traditional

    “probably the best…” advertising slogan, the

    billboard featured the words “Probably the best

    poster in the world”. Each passer-by was offered

    a free beer, with a plain-clothes security guard on

    hand to maintain order.

    In June 2015, a billboard advertising illegal

    European food imports used image-recognition

    technology to detect the official insignias worn on

    the uniforms of Russian police and military officers.

    Don Giulio Salumeria, a Moscow-based Italian

    grocery store – whose products were considered

    to be in a legal grey-area – commissioned the

    billboard. The digital ad switched from an advert

    for a range of Italian cheeses to one for a Russian

    doll store when any Russian officers approached.

    In April 2015, PepsiCo brand 7UP created the Wall

    of Music in Beirut, to mark the Remembrance Day

    of the Lebanese Civil War. The initiative – which

    was part of 7UP’s ‘Feels Good to Be You’ campaign

    – saw musical notes painted onto an existing

    bullet-riddled wall, with the notes coinciding with

    the bullet holes. Motion-activated sensors played

    musical notes when people passed in front of

    them, with a camera capturing visitors’ reactions.

    MIDDLE EASTEUROPE EUROPE

    PL AYSUMERS : INTERACTVERTISING

    https://premium.trendwatching.com/ https://premium.trendwatching.com/2015/06/beer-dispensing-billboard-is-probably-the-best-poster-in-the-world/ https://premium.trendwatching.com/2015/07/billboard-hides-illegal-advert-via-face-recognition-technology/ https://premium.trendwatching.com/2015/07/beverage-brand-transforms-bullet-riddled-wall-into-music-installation/ http://www.carlsberg.co.uk/LDA.aspx?u=%2fdefault.aspx http://www.dongiulio.ru/ http://www.pepsico.com/ https://premium.trendwatching.com/trend/interactvertising

  • 15

    KICKASS INNOVATIONS FOOD & BEVERAGE

  • premium.trendwatching.com 8FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015

    FOOD & BEVERAGE | KICKASS INNOVATIONS

    CARMEL WINERIES

    Food event features unique Instagram plates

    HOP THEORY

    Sachets transform regular beer into craft-style brew

    NESCAFÉ

    Doorbell Day connects neighbors

    Q2 2015 saw Israel-based Carmel Wineries host

    Foodography: a series of workshops and live

    dining events targeting foodies. The winery invited

    influential bloggers, journalists and food critics

    to the events, with a wine-inspired menu on offer

    for them to taste. The five-course dinner was also

    served on specially-created Instagram plates.

    The dishes were conceived by a ceramic artist,

    and designed to allows attendees to capture the

    perfect images for Instagram using their cellphone.

    Surpassing its Kickstarter target in April 2015, Hop